Micro Moments and Digital Marketing Strategies

Have you come across the Micro Moments concept yet?   Google have done a huge amount of research into this area but with the Big Brands in mind.

We’d like to share our thoughts on how you can think about and apply Micro Moments into your business.  Just because you are not a multinational ‘brand’, that’s no reason that you can’t adapt and implement this thinking too.  This article has a Tourism flavour but we reckon can be adapted to any sector.

Just to recap on what exactly is meant by a Micro Moment.  It’s information gathering by would be customers in extremely short bursts.  For example:

Mary and Jim are sitting in Birmingham one evening and Mary says “Jim, how do you fancy going to Dumfries for a mid-week break and see the Dark Skies Forest at the same time”.  Jim replies “If you fancy dear”.   Mary whips out her Smartphone – remember there are nearly 50million smartphones in use in the UK now – and types in Mid-Week Break Dumfries.  She gets her search results and tells Jim.  That’s the ’I want to know moment’.  They don’t do much else at that point, maybe discuss and compare options.

We’ll come back to Mary and Jim later in later articles.

What can you do to make sure your business appears in front of Mary when she does her search?

1.  You must have a Mobile specific or Responsive version of your website making it easy for Mary to read about you. 
2.  You must have an instantly attractive site – one that reflects your business
3.  You need to make sure your SEO is good and you have made best use of Google My Business so that you are high up the search rankings.

But what is important is to remember that at this ‘I want to know stage’, Mary is researching and exploring, she’s not in purchase mode yet.  She might appreciate some extra inspiration and guidance to book with you.   

It’s putting yourself into your visitors shoes.  And a great way to do that is to get feedback from visitors, why did they choose you, what did they do when staying with you, what they liked best about you and about the area.  Maybe consider a more in depth opportunity for guests to leave feedback than just the Visitors Book.  If you are on Trip Advisor, glean information from there.  Things to Do in your area is a great resource.  How can you incorporate some of that into your website?

Plenty to think about and we’re here always to help with that Micro Moments journey.  Next article we’ll explore when Mary and Jim decide to book.